African Sports Monthly Vol I. Issue I. January 2018 | Page 12

World and therefore should seek strategic partnerships and roles in developing sports in the
community where they operate.
Hotels benefit significantly when sports fans come to town for the duration of an event. Whether
it is the FIFA World Cup or the Olympic Games or yet still a smaller scale event like a Zonal
Championship across Africa or even a National or local League competition. The occupancy
rates for hotel rooms spike as they fill up to the brim; which in essence translates to significant
profits for hotels.
Restaurants and Bars are patronized day and night with visiting revelers when sporting events
come to town. Their Staff members are fully engaged with the spiked demand for services, as
food and drinks are sold at astronomical rates. The resultant effect is that this will increases
their bottom line which in turn will increase earnings for the workers in the short term because of
the availability of overtime shifts.
Transportation systems find themselves operating at full schedules around the clock for the
duration of the event. Airlines seats are also filled to capacity throughout the period and Car
Rentals are fully booked, while Taxis operate round the clock.
It begs the question then; as to why are the key players in the Hospitality industry across Africa
not in bed with those in the Sports World.
It is a no brainer, not to see the direct relationship between the Hospitality and Travel industries
and the Sports World, seeing that their relationship is a symbiotic one, where everyone on all
sides benefits and make profits.
Sporting events are a boost to local and national economies, it keeps segments of the economy
that may otherwise go into hibernation during certain seasons of the year alive and keeps them
churning with activity and generating profits for the community or nation in question.
The key players in the hospitality and travel industries should realize that supporting and
sponsoring Sporting events and Athletes are in their best interest and makes for good business
practices on their part.